摘    要 

随着国内二孩政策的全面落地，国内孕婴童产业顺势迅猛发展，良好的产业发展前景使得各个孕婴童展会在全国范围内遍地开花，同类型展会的竞争也随之增加。因此，传统的展会营销需要开拓创新渠道，更为精准化地展开对潜在参展商的营销推广。85110

本文将基于精准化营销的视角对CBME孕婴童展的精准营销开展应用效果研究。以论述展会营销、精准营销的理论研究为基础，利用案例分析法和问卷调查法对CBME展会的理论实践模式进行描述与分析。分析CBME展会营销的营销过程、营销手段优劣势，并对参展商和观众对其展会的营销手段满意度和参展动机、交易动机之间的相关关系进行调查研究。最后，根据调查研究结果，总结出CBME精准营销的应用效果，并研究分析精准营销在其展会营销过程中的局限性，并提出合理建议。

With the domestic policy of the two children a comprehensive landing, the domestic pregnant-baby industry is rapid developing, good prospects for the development of the industry so that every pregnant-baby exhibition are held in the whole country 。The competition between the same type of exhibition also increased。 Therefore, the traditional exhibition marketing needs to open up innovative channels, and more accurate to start the marketing of potential exhibitors。

This article will be based on the perspective of precision marketing to carry out the application of research results about the precision marketing of CBME。 Based on the theoretical research of marketing, and precision marketing, this paper describes and analyzes the theoretical practice model of CBME exhibition by case analysis and questionnaire survey。 Analysis of CBME’s marketing process, marketing means’s advantages and disadvantages, Research on the relationship between marketing satisfaction and participation motive and transaction motive for Exhibitors and audiences。 Finally, according to the results of the survey, the paper summarizes the application effect of CBME precision marketing, and studies and analyzes the limitations of precision marketing in its marketing process and puts forward some reasonable suggestions。

关键词：CBME孕婴童展； 大数据； 精准营销；营销手段

Keyword: CBME； Big Data； Precision marketing；Marketing means

目    录

1。 绪论 5

1。1 研究的行业背景 5

1。2 研究意义 6

1。3 研究方法 6

2。 文献综述 6

2。1 关于精准营销理念的相关研究成果 7

2。1。1。 精准营销及其内涵研究 7

2。1。2。 精准营销下有关大数据的相关应用研究 7

2。1。3。 以往相关研究的评述 8

2。2 展会精准营销国内外研究现状 8

2。3 展会营销及其中精准化应用的研究价值 8

2。4 相关理论基础简述 9

2。4。1。